By Oladosu Adebola Oluwaseun
Every year, the United Nations Climate Change Conferences, or COPs, bring world leaders together to discuss global climate action. These conferences, including COP29, provide a vital platform for governments to make commitments to combat climate change. However, past conferences have often been criticized for ambitious pledges that lack follow-through. This is where the media’s role becomes indispensable. With the power to influence public opinion, hold leaders accountable, and bring attention to climate policies, media can turn COP29 promises into tangible actions. This analysis examines how media coverage can bridge the gap between promises and reality, with a focus on its unique role in ensuring accountability, educating the public, and amplifying the voices of those most affected by climate change.
Media, as the “fourth estate,” has an important role in promoting transparency and accountability in climate policy. Studies show that media coverage has a profound impact on public opinion and, consequently, on government action. According to the Yale Program on Climate Change Communication, 71% of people in the United States believe climate change is happening, with many attributing this awareness to media exposure. Similarly, a 2022 Reuters study found that countries with higher media freedom are more likely to engage in proactive climate policies.
However, media coverage of climate change varies significantly across regions, and climate issues are often sidelined by other news stories. A 2020 analysis by the University of Oxford found that only about 2% of global news coverage focused on climate change, despite the urgency of the crisis. This limited coverage reduces public awareness and urgency, allowing governments to delay or dilute their climate commitments. COP29 presents an opportunity for media to rectify this trend by highlighting key climate issues, scrutinizing governmental promises, and keeping the public informed on COP outcomes.
The media’s watchdog role is crucial in ensuring that COP29 promises are not merely symbolic but lead to real action. Investigative journalism can track whether countries fulfill their Nationally Determined Contributions (NDCs) and other commitments made at COP29. A 2021 report from the Center for International Environmental Law noted that countries often fail to meet their pledges due to a lack of enforcement and accountability mechanisms. For instance, only a fraction of the $100 billion pledged by developed countries in 2009 for climate finance has actually been delivered.
Media organizations can investigate these shortfalls and bring them to public attention, pressuring governments to fulfill their promises. Media outlets like *The Guardian* and *New York Times* have dedicated climate desks that track the progress of international climate commitments. By publicizing any discrepancies between COP29 pledges and actual policies, media can make it politically costly for governments to neglect their climate promises, driving tangible action.
Media has a critical role in educating the public about the importance of COP29 commitments and the broader climate crisis. Effective climate action relies heavily on public support, which is fostered through awareness. A 2023 Pew Research study revealed that 65% of adults in advanced economies support stronger climate policies, often due to increased media exposure to climate issues.
During COP29, media can use accessible language, infographics, and social media platforms to explain complex topics like NDCs, the Global Stocktake, and climate finance. Coverage that breaks down these technical issues into relatable terms can foster a deeper understanding among the public, which in turn strengthens public support for climate policies. This is particularly important in regions where climate literacy remains low. For example, in Africa, where climate change poses severe risks, only 37% of the population is aware of the issue due to limited media access. COP29 media coverage that focuses on local impacts can bridge this gap, empowering communities to demand action from their leaders.
Climate change disproportionately affects marginalized communities that often lack the platform to express their needs and perspectives. Indigenous peoples, small-island nations, and low-income populations are among the hardest hit, yet they are frequently underrepresented in global climate discussions. According to a report by the Global Environmental Justice Group, only about 3% of climate coverage in major media outlets focuses on vulnerable populations.
Media outlets can amplify the voices of these communities by covering their stories, challenges, and climate resilience strategies. By doing so, the media can help ensure that COP29 discussions and subsequent policies consider the needs of those most affected by climate change. For instance, outlets such as *Al Jazeera* and *BBC* have featured stories on the impacts of climate change on Pacific Island nations, raising international awareness and encouraging greater support for climate adaptation in these regions. At COP29, journalists can play a key role in covering the voices of communities impacted by sea-level rise, extreme weather, and resource shortages, ensuring that their concerns are part of the global conversation.
Misinformation poses a major barrier to effective climate action, as it creates doubt about the science of climate change and the necessity of urgent action. During COP conferences, misinformation often spreads online, with false claims undermining public trust in the process. A study by the Institute for Strategic Dialogue found that social media posts from climate denial groups increased by 30% during COP26, potentially hindering public support for climate action.
Media outlets can counteract misinformation by fact-checking false claims and providing accurate information. Newsrooms can work with climate scientists to clarify misleading narratives and offer reliable data. For instance, organizations like Climate Feedback partner with media platforms to evaluate the accuracy of climate-related content. At COP29, journalists can also use real-time fact-checking on social media to debunk misinformation, helping to maintain an informed and engaged audience.
Highlighting viable solutions and innovations is a powerful way for media to inspire climate action. While covering the devastating effects of climate change is crucial, focusing solely on the problem can lead to a sense of helplessness among the public. A report by the Solutions Journalism Network found that readers are 15% more likely to take action after reading solution-focused stories compared to problem-focused stories.
Media coverage that emphasizes climate solutions—such as renewable energy innovations, carbon capture technologies, and sustainable agriculture practices—can empower individuals and communities to contribute to climate action. COP29 discussions on renewable energy, green finance, and nature-based solutions provide ample opportunities for media to showcase practical pathways to a sustainable future. For example, spotlighting Morocco’s Noor Solar Project, one of the largest solar farms globally, can inspire other nations to invest in similar projects,
demonstrating that climate promises are achievable with the right investments.
The media has a crucial role in bridging the gap between COP29 promises and climate action. By holding governments accountable, educating the public, amplifying vulnerable voices, countering misinformation, and promoting solutions, media coverage can catalyze meaningful climate action. Despite challenges, including resource limitations and corporate pressure, media’s watchdog role and influence on public opinion remain instrumental. As the climate crisis escalates, the media’s responsibility to advocate for transparency and accountability in climate policy is more important than ever. At COP29, media coverage can transform pledges from empty rhetoric into concrete steps toward a sustainable future.
Oladosu Adebola Oluwaseun is an environmental journalist and a Post graduate student of the International Institute of Journalism (IIJ).
